So BMW did it over 10 years ago with The Hire but who cares. Here’s another gorgeous piece of car porn from Jaguar directed by Ridley Scott Associates which showcases the new Jaguar F-TYPE in all its glory.
Stumbled across this succinct presentation from Ashley Ringrose from BannerBlog, on The 6 Foundations Of Great Digital Creative. It was presented at the AdAge Digital Conference a couple of years ago but still acts as a useful reminder to anyone who spends their working day trying to come up with engaging banner ads!
Coming up with a viral campaign is never easy otherwise we’d all be doing it. But I do believe there are certain skills and techniques which one can deploy to improve one’s chances of viral success. I call these the 7 Dimensions of Virality and have summarised them in the chart below. It’s intended to add to the growing school of thought known as Propagation Planning. If you want the narrative which goes behind my thinking in this chart, please read my guest post on econsultancy – 7 top tips for viral success.
April Fool’s Day is always a good time to have a little fun with your advertising whilst simultaneously humanising the brand. Google’s elaborate hoaxes across their different platforms seems to be attracting all the headlines but I’m not sure I can be bothered to critique it here – life’s too short! Instead, I’ve opted to post about three simple campaigns which I quite like.
Lynx mobile spray app
I didn’t work on this personally unfortunately but the Lynx team at TMW have come up trumps with this useful mobile spray app – guaranteed to give instant sex appeal on the go – apparently! Promoted on YouTube and Facebook
BMW’s driverless running coach
BMW are known for doing April Fool hoaxes every year – in fact I referenced theirs a few years ago here when I first started this blog. What I like about their executions is that they always tie them into their product or brand truths whether it’s linked to Efficient Dynamics, telematics technology or in this case their sponsorship of the London 2012 Olympics. So even though it’s tongue in cheek it’s still reinforcing their brand values and positioning in some way.
This year they highlight how their ConnectedDrive technology and surround view cameras can help turn their cars into driverless coaches where they follow the runner at a safe distance. And as with all their April Fool ads they continue to have fun with the email address too – so if you want more details you can email their Head of Futile Innovations, Alvin.Alaff@bmw.co.uk
So you want to build a top-ranking mobile app? Nothing wrong with that but it’s worth noting that the barriers to success can be phenomenal. The competition is fierce now and unfortunately there’s no secret formula to success, even if your app is the next best thing since sliced bread. In fact, unless you’re extremely lucky you’ll need to market your app considerably through a variety of paid, owned and earned media.
I pulled the presentation together below for the EGB Mobile and Social Media Conference earlier this month and put forward two different strategic approaches to ensuring you generate sufficient buzz around your app. One approach adopts a more linear approach to promoting your app whilst the other relies on a more 360 approach where the mobile app is integral to the overall campaign.
But I also argue that chasing app downloads for the sake of it is not necessarily the holy grail. Considering the challenges of building apps which can generate buzz for the brand, there’s a lot of merit in developing apps which support lower funnel objectives too.